Marketing Planning Models

The four P’s are essential for any company wanting to implement the marketing concept, unfortunately these tools only concern the operational side of an organisation (they identify the wants and needs of a customer and then present them as a product). If a company wants to succeed and survive in the future they must focus on marketing planning, this concept concentrates on where the company currently is both internally and externally and the best way for long term progression. Its purpose has been described by McDonald,(1989) as “to find a systematic way of identifying a range of options, to choose one or more of them, then to schedule and cost out what has to be done to achieve the objectives” (Brassington, F & S Pettitt, 2007, p422). There are two levels of planning involved in marketing, the annual plan and the strategic plan. The annual plan concerns short term prospects over one year. It is based on specific goals and objectives and concentrates on the companies financial budget and the action plans used to achieve the such goals (during this stage it is not uncommon for some of the four P’s to be continuously adjusted to adapt to on going change). The strategic plan is focused on the long term and takes a more corporate view, it reviews a company’s internal and external environments using a market audit, looks at resources for both the present and the future and has strategic goals to adhere to, all of which follow the businesses mission statement. Although finance is important in companies a qualitative rather than quantitative approach is beneficial and helps both types of plan to grow.

The marketing audit, a definition, “the systematic audit is a comprehensive systematic, independent & periodic examination of an organisations marketing environment, objectives, strategies and activities, with a view to determining problem areas and opportunities and...

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...﻿1.3
Identify the current planningmodel of Charlie PLC and review the issues involved in the planning system
P 1.5,P 1.6,P 1.7
Assignment
The rational planningmodel is a model commonly uses for the business evaluations and strategic decision making purposes. Especially in CIMA examination focus rational planningmodel as a critical subjects for management students.
But there are only few points to be remembering for rational planningmodel. The subject of Enterprise strategy [E3] and enterprise management [E2] are mostly focus on rational planningmodel.
Its containing of
Mission and Objectives
Position Audit
Environmental Analysis
Co-operate appraisal
Strategic option generation
Strategic option evaluation and choice
Strategic implementation
Review and control
From review and control again continues with position audit and the environmental analysis.[its repeat the same process again and again]
Assumptions and role of the planner
1. Structure of the Presentation Introduction Dictionary meaning of 'Plan' and 'Planner' Qualities of a Planner Roles of the Planner Reporting Structure Summary Conclusion
2. Dictionary meaning of ' Plan ' and ' Planner ' (Webster's Dictionary)‏ Plan means a method devised for making or doing something or achieving an end. (or) A series of steps to be carried out or goals to...

...Rational decision-making or planning follows a series of steps detailed below:
[edit]Verify, define, and detail the problem
Verifying, defining & detailing the problem (problem definition, goal definition, information gathering). This step includes recognizing the problem, defining an initial solution, and starting primary analysis. Examples of this are creative devising, creative ideas, inspirations, breakthroughs, and brainstorms.
The very first step which is normally overlooked by the top level management is defining the exact problem. Though we think that the problem identification is obvious, many times it is not. The rational decision making model is a group-based decision making process. If the problem is not identified properly then we may face a problem as each and every member of the group might have a different definition of the problem. Hence, it is very important that the definition of the problem is the same among all group members. Only then is it possible for the group members to find alternate sources or problem solving in an effective manner.
[edit]Generate all possible solutions
This step encloses two to three final solutions to the problem and preliminary implementation to the site. In planning, examples of this are Planned Units of Development and downtown revitalizations.
This activity is best done in groups, as different people may contribute different ideas or alternative solutions to the...

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Amazon Marketing Plan
Lauren A. Meier
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Abstract
In this paper you will find the marketing strategy of Amazon. As technology has advanced and internet can be accessed essentially anywhere more and more people are turning to online shopping. Amazon.com, a retail online super center has taken advantage of this and has successfully been able to adjust and expand their consumer base. Starting as an online book retailer they have grown to selling sports gear, electronics, and many other various items. This opened several marketing opportunities and target markets for Amazon. With the release of the Kindle and the soon to be introduced set-top box Amazon is looking at a whole new playing field of competitors.
Keywords: Amazon, competitors, online shopping, marketing opportunities
Amazon Marketing Plan
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...Intent…………………………………………………..
• Planning Future in Marketing Enviroment……………………………………………..
• Learning Outcome 2……………………………………………………………………
• MarketingPlanning and its Barriers ……………………………………………………
Learning Outcome 1:
Market Led Strategic Change:
Market led strategic change is defined as a marketing strategy in which a company studied its market in search for products that customer might want and move company for the development of that product. Heavily research is needed, Market Led marketing is to determine what does the customer want? And what product or service may satisfy that want? Often Market Led marketing is used simultaneously with asset-led marketing strategy. (Nigel F Piercy, 2008)
Piercy’ ten steps of transforming the process of going to market provides with a framework for creating superior value for the customer before your competitors do. The company main focus should be on creating value for the customer, and what it takes to do better to win customer loyalty. E-business is essential in new marketing. Business functions are now being conducted over the internet that includes interaction with customers, buyer-sellers relationship, collaborating with distributors on sales promotion and research for new products. In the process of going to market innovation and creativity plays a major role, developing an innovative...

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...﻿International marketing
Use examples to demonstrate your ability
Define you topics e.g. pestle but most marks will be in ability to apply knowledge
Look at the brand republic for people doing the resit paper
Mind tools and business balls and strategic models good books to look at
Key topics:
Why would a business internationalise?
International marketing strategies e.g. Ansoff growth strategies and think global, act local
Culture, what is it and what are typologies and their use to marketers( the application of culture and understanding and how that helps marketeers)
Environmental analysis for international marketing
Market entry strategies
Environmental analysis:
Development of environmental analysis,
The analysis is there to help you understand the current situation of the organisation. By understanding the current situation it will help inform and justify the marketing decisions you go on to develop through a marketing plan.
SOSTAC is a planning process:
situation analysis: this is your audit in marketing terms
objectives: this is your marketing objectives
strategy: this is your international marketing strategy
tactics: this is your marketing mix and looking at ways in which you can implement you marketing mix
actions: this is essentially your implementation plan
control:...

...Market planningMarketing is the process of developing and implementing a plan to identify, anticipate and satisfy consumer demand, in such a way as to make a profit. The two main elements of this plan are market research to identify and anticipate customer requirements and the planning of an appropriate marketing mix to meet these requirements. Market research involves gathering and recording information about consumers, market, product, and the competition in an organised way. The information is then analysed and used to inform marketing decisions. There are three main ways of gathering information for market research:
1.From internal information already held by an organisation, e.g. details of existing customers and their spending habits.
2. External primary information - i.e. information collected at first hand by interviewing customers and potential customers to get their views about a company, products and services.
3. External secondary information - using published sources of information e.g. those produced by marketing organisations about products, markets and brands.
Marketingplanning can then be used:
1. To assess how well the organisation is doing in its markets.
2. To identify current strengths and weaknesses in these markets.
3. To establish marketing objectivesto be achieved in these markets.
4. To establish a...